Adapting Traditional Media to the Social Media Culture: A Case Study of Greece

Abstract

This study is situated within the ongoing scholarly discourse surrounding the role of social media in the evolving communication landscape. The main aim of this research is to examine the extent to which the Greek traditional media and journalists have adapted to the ethos of social media. In particular, this study conducts a comparative analysis to assess whether the Greek media and journalists have effectively embraced the communication challenges arising from advancements in social media, particularly during election cycles. The theoretical foundation rests on the network theory of power, a concept pioneered by the Spanish sociologist Manuel Castells. The empirical component presents the findings obtained through an examination of journalists’ participation in political discourse on Twitter (now named X) throughout seven distinct election periods encompassing all electoral levels in Greece (presidential, national, European and regional/municipal elections, plus a referendum). The findings reveal low levels of adaptation, in contrast with western countries, where journalists and the media have embraced the online culture to a greater extent and appear to take on more prominent roles in debates. The findings provide valuable insights for journalists, politicians and the media in understanding the role of social media in political communication.

Television Debates as a TV Typology: Continuities and Changes in Televised Political Competition—The Case of the 2023 Pre-Election Debates in Greece

“…It is also important to note, that in confirmation of the results of the research we examined in the previous section, the Twitter sphere, in terms of political discussions during pre-election periods, is dominated by journalists and politicians. However, as far as Greece is concerned, the media and journalists have not effectively embraced the communication challenges arising from advancements in social media, particularly during election cycles (Gioltzidou et al 2024a).…”